Hyperreality, Gensler explains, is a term used in semiotics and post-modern philosophy to describe a “hypothetical inability of consciousness to distinguish reality from fantasy, especially in technologically advanced societies.”
As we become increasingly reliant on computers and disconnected from the tangible world, SVSV seeks to redefine how we interact with each other and the clothes on our back. But rather than engage with a flawed supply chain, Gensler is blazing his own trail. All garments, for instance, are produced in SVSV’s in-house facility, Brooklyn Sewn.
Gensler uses deadstock textiles and recaptured military surplus to create slight variations between pieces.
Instead of waiting months for samples to cross oceans, SVSV is able to make quick adjustments by collaborating directly with the workers who piece the designs together. Shipping costs, along with the label’s carbon footprint, are also markedly reduced. Another iconoclastic move? Gensler uses deadstock textiles and recaptured military surplus to create slight variations between pieces—a conscious opposition to the cookie-cutter homogeneity that runs rampant in the industry.
As the antithesis of mass-marketed, mass-produced, and mass-consumed fashion, SVSV creates clothing that adapts to your individual version of hyperreality. By creating a new model of consumption and breaking from traditional fashion norms, Gensler and his team are pushing the boundaries of an industry in sore need of a good shakeup.
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